Frylight® invests millions in new marketing drive

Frylight, the UK’s original one calorie cooking spray, is launching a £5 million multi-channel marketing campaign – its largest marketing investment ever.

Aiming squarely at mainstream consumers, the activity is set to lift the brand out of ‘diet’ and into a far bigger marketplace.

The new TV ad features three different families, cooking together at home. The pace of activity and upbeat soundtrack showcases Frylight’s versatility and simplicity, demonstrating how easy it can be to cook a range of healthy meals using 95% less fat than oil.

The relaunch of the Frylight website will host tips and advice on cooking more healthily with a number of video recipes being shown. The site will also raise awareness of the brand and educate the public on its health and cooking benefits.

The brand are continuing to trailblaze in the oils category, doubling volume in the past 2 years and rapidly adopting consumers to boast use in 1 in 4 households in the UK.

Paul Fraser, Managing Director of MH Foods (who produce Frylight) said: “We want to enable people to make better food choices, and believe we can do that by making healthy cooking easier. Frylight’s unique product recipe and pump spray allows consumers to accurately control the amount of oil they use to cook, dramatically cutting calorie intake without any compromise on taste quality.”

“Frylight is a tried and tested, successful and easy first step toward better nutrition.”

Seven different varieties of Frylight are available in supermarkets nationwide: Sunflower, Extra Virgin Olive, Butter, Rapeseed, Coconut, Avocado and Garlic oils – without any artificial ingredients. For more information on how to cook healthily with Frylight, visit www.frylight.co.uk